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Monday, July 15, 2024

Meta unveils Event Coverage stats for advertisers

Meta rolled out a new feature for advertisers using its Conversions API, offering insights into event data transmission.

Why we care. This tool provides advertisers with a clearer picture of how their data is being captured and sent to Meta, potentially improving ad targeting and performance measurement.

The details:

  • The “Event Coverage” feature shows the total count of browser and server events sent to Meta.
  • It’s accessible through the Events Manager in Meta Business Manager.

Best practices:

  1. Use both sources: Meta recommends sending events from both the browser Pixel and Conversions API.
  2. Compare counts: Server events should equal or exceed browser events.

How to access:

  1. Open Events Manager in Meta Business Manager
  2. Navigate to events “Overview”
  3. Choose a specific event
  4. Click “View details”
  5. Select “Event coverage”

First seen. We came across this update on Bram Van der Hallen’s LinkedIn:

What to watch. How advertisers will use this new information to optimize their campaigns and data collection strategies.



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